Customer process approach to building loyalty

Two areas of interest in the study of customer loyalty are relationship marketing and the blending of products and services. This paper develops a customer process model by integrating these ideas with the life-cycle concept. The case of a power-tools manufacturer is used as a basis to evaluate this...

Full description

Saved in:
Bibliographic Details
Published in:Total quality management 2002-08, Vol.13 (5), p.603-611
Main Authors: Behara, Ravi S., Fontenot, Gwen F., Gresham, Alicia B.
Format: Article
Language:English
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Two areas of interest in the study of customer loyalty are relationship marketing and the blending of products and services. This paper develops a customer process model by integrating these ideas with the life-cycle concept. The case of a power-tools manufacturer is used as a basis to evaluate this model. Data from extensive customer studies conducted at a national level form the basis of the analysis. This study provides a framework in which to evaluate a firm's attempts to improve customer loyalty. The model is universal in applicability and can be implemented across the product-service continuum.
ISSN:0954-4127
1360-0613
DOI:10.1080/0954412022000002018